Be honest, how many marketers had “world health pandemic” in their PESTLE analysis?
I certainly didn’t - but the recent COVID-19 induced lockdown has given us all an opportunity to reflect and refocus on our business. It has seen businesses pivot, be more creative and to really focus on what their customers need. To that end, what can marketers do? Here are seven practical ideas marketers can do to get ready post-lockdown:
1. Audit Your Current Marketing Assets
Have you kept an inventory of your marketing assets? Are they catalogued by theme, date or type?
If not, this would be a good opportunity to review the assets you have - presentations, leaflets, brochures, email newsletters, infographics for example, and how you use them. You might find that you have articles on file that you can re-purpose into a blog post and social media content.
Look at your social media insights and Google analytics. Really spend time doing a deep-dive into your data and find out where your customers come from, how are they using your website and social media; are they clicking through your website or are they all bouncing off? Consider updating your content and call to action buttons to improve engagement and make sure that the call-to-action buttons are relevant - if, for example, you are no longer taking appointments or bookings change the button to “send message” or “make enquiry” or “order for delivery”.
3. Video Library
Now is a good time to consider recording some videos for future use. Perhaps interview employees and use snippets on social media, consider asking previous clients for video testimonials that you can share.
4. Plan Webinars
What are the most frequently asked questions - you could make a webinar, or a series of webinars based on your FAQs. This is content that can feature on your website, YouTube channel, social media platforms and can be used again and again (evergreen content).
5. Update your “Google My Business” Listing
If you have changed your opening hours, or have pivoted to offer delivery instead of in-person shopping for example, then include this on your listing. Make sure that your contact information is up-to-date here too.
6. Update Your Website
Now is a great time to review your website - update your homepage to make it current and relevant to the services you are now offering. Check your links and the flow of your pages. Get your website in order ready for business.
7. Get creative
Now could be a good time to get brand photography updated; remember that project that you just had the time to finish - well now seems as good a time as any! Think about how you can optimise social media and digital marketing - they are probably the most cost effective mediums at the moment especially that can connect you to your customers.
Most importantly, stay positive. Focus on what you CAN do and not what you can’t! We are not all in the same boat, but we are all weathering the same storm - let’s get through this together as best as we can.
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